seo in the age of panda, penguin & beyond
DESCRIPTION
Learn the new ways of SEO and getting rankings by building smart and better links which not only gets you rankings but also referral traffic. SEO which works in the age panda, penguin and hummingbirdTRANSCRIPT
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Navneet Kaushal CEO PageTraffic
SEO in the Age of Panda, Penguin, Hummingbird & Beyond
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www.pagetraffic.com
Have you created your own Authorship Yet?
Have you created very first Video clip?
Have you made a Video Profile?
Does your website has unique as well as Newsworthy Content? Do you know exactly how to focus on long tail as well as main keywords in a right way?
Did you observe your link profile yet?
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Growth of Google Queries in Last 5 yrs!
Number of Searches/Day on Google
3 Billion Searches/Day (announced Aug. 2012)
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www.pagetraffic.com
SERP Features In 2013, Google Introduced more search engine results page features than ever.
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7-‐RESULTS SERPS
www.pagetraffic.com
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www.pagetraffic.com
10-‐RESULTS SERPS
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www.pagetraffic.com
EVENT SITELINKS SERPS
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www.pagetraffic.com
GOOGLE+ BRANDS SERPS
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www.pagetraffic.com
PAID SHOPPING (LEFT) SERPS
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www.pagetraffic.com
PAID SHOPPING (RIGHT) SERPS
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www.pagetraffic.com
KNOWLEDGE GRAPH (KG) SERPS
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www.pagetraffic.com
RELATED SEARCH CAROUSEL SERPS
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www.pagetraffic.com
LOCAL CAROUSEL SERPS
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www.pagetraffic.com
AUTHORSHIP THUMBNAIL SERPS
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Star Ratings, Reviews & Price
Author Photo
Date of Publication
Video Snippet
RICH SNIPPETS AND SCHEMA MARKUP SERPS
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MAJOR GOOGLE UPDATES IN LAST 1.5 YRS
www.pagetraffic.com
• Hummingbird • Google Panda: 25+ updates • Google Penguin: 4 updates • Exact-‐Match Domain (EMD) Update • Page Layout: 2 updates • 7-‐Result SERPs • Link Warnings • Knowledge Graph • Venice • Other Monthly Updates: 390
Copyright © www.pagetraffic.in
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SEO
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SEO
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GOOGLE PENGUIN
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SEO
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SEO
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SEO
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GOOGLE’S EXACT MATCH DOMAIN UPDATE
www.pagetraffic.com
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GOOGLE’S EXACT MATCH DOMAIN UPDATE
www.pagetraffic.com
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HUMMINGBIRD UPDATE
www.pagetraffic.com
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HUMMINGBIRD UPDATE
www.pagetraffic.com
"In general, Hummingbird – Google says – is a new engine built on both exisIng and new parts, organised in a way to especially serve the search demands of today, rather than one created for the needs of 10 years ago, with the technologies back then"
• No, SEO is not yet again dead. • Google’s saying there’s nothing new or different SEOs or publishers
need to worry about. • Have original, high-‐quality content. Signals that have been important
in the past remain important.
“Our guidance to webmasters is the same as always — we encourage original, high-quality content, since that’s what’s
best for web users.” Google
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Link Building
On-‐Page Basics
In 2008, SEO Was This
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LINK BUILDING
UX
CONTENT STRATEGY
MOBILE
SITE SPEED
VIDEO ON-‐PAGE
SEO
CONTENT MARKETING
In 2013, SEO is This
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Google Webmaster Tool Crawl Errors
Fix the 404 Errors.. Build “Links”.
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MASTER TECHNICAL SEO
www.pagetraffic.com Copyright © www.pagetraffic.in
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MASTER TECHNICAL SEO
www.pagetraffic.com Copyright © www.pagetraffic.in
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MASTER TECHNICAL SEO
www.pagetraffic.com Copyright © www.pagetraffic.in
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MASTER TECHNICAL SEO
www.pagetraffic.com Copyright © www.pagetraffic.in
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Forget keywords as anchor texts
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www.pagetraffic.com
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Build Links WITH Your Content to
Win.
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Build Content With High Search Link Intent
KEYWORD “FACTS” KEYWORD “INFORMATION”
KEYWORD “DATA”
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www.pagetraffic.com
Long-‐Tail Passive Link Building
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www.pagetraffic.com
hbp://ubersuggest.org
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www.pagetraffic.com
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www.pagetraffic.com
• AlphabeIcally sort to see which query shows up the most.
• Build a content around it, put it on your blog and promote.
• Build internal links with that anchor text and share on social media channels.
• Watch twicer searches and recommend to people who are asking for those recommendaIons.
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www.pagetraffic.com
From PageRank to AuthorRank
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Hire/Engage W/ Writers Authoritative on a Subject on Google+
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Build A Reusable, Authoritative Guest Author
It doesn’t macer if you have a footprint if you don’t suck.
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www.pagetraffic.com
Sourcing Guest Post Opportunices
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hcp://www.google.com/blogsearch
FIND THE ROUNDUP POSTS
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www.pagetraffic.com
Think branding. Link building is more efficient when used as a brand building tool. And given that Google is favoring brands on search results, then link building (when done right) can definitely hit more birds with one stone.
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LINK SEARCH TOOL!
hcp://www.soloseo.com/tools/linkSearch.html
INSTANTLY GENERATE
SEARCH OPERATORS"
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IN 2013 WE OPTIMIZE EVERTYTHING
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www.pagetraffic.com Copyright © www.pagetraffic.in
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CHANGING TIMES
www.pagetraffic.com Copyright © www.pagetraffic.in
Old School “SEO” • No “Employees”
• Press Release Blasts
• Form-‐Field Only
• In “SEO Friendly Directories”
• Links Grow in Spurts
• “Content” is Auto-‐Generated
New School SEO
• Employs Real People
• Earns MenIons in Media
• Detailed Contact Info
• Registered w/ Official Bodies
• Link Growth Follows Social Signals
• Content is Slow, Steady & AuthenIc
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• Brand -‐ Google focus on big brands • CitaIons & Trust – Google rewarding these signals • Social – IdenIty signal: +1 content = higher CTR (indirect relaIon) • Personalized Search is a Reality – Affects SEO through social connecIons and
increased CTR (indirect relaIon) • Authorship – IdenIty signal: rel=Me/Author (AUTHOR RANK)
SERP Rankings
• SIll important to understand the health of a site • Focus should be placed more on what AnalyIcs is telling you:
• Conversion OpImizaIon • CTR and Time on Site/Page
• Google uses human quality raters extensively in tesIng algorithm changes
NEW SEO STRATEGY
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• Brand vs. Non-‐Branded • Organic Traffic InteracIon Goals (or Events)
• The anIcipated merge between SEO, SMO and Content MarkeIng with PR is now and is Itled Inbound MarkeIng
• Not just Press Releases • CreaIng relaIonships with communiIes, blogs, news outlets • Guest Blogging with authoritaIve authors
SEGMENTED TRAFFIC
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• On-‐Site Opcmizacon (Technical – Within Google Guidelines) • Content – Fresh ON and OFF Site Content (High Quality) • Guest Blogging – RelaIonship Focused / Relevancy • Brand Monitoring – High Priority on Reviewing your Link Profile • Link Building – Less Focus on Anchor Text (Diversify), More Focus on Trust at the Core of
Integrity • Public Relacons – Pitches, Interviews, CitaIons and more • Social Engagement – RouIne Updates and CommunicaIon • Thought Leadership – Become an Influencer, AuthoritaIve Content, Whitepapers,
Webinars • Earned Shares – PosiIon High Quality Content Socially and Market • Gamificacon – Customer Rewards, Loyalty, Badges, Discounts, Coupons • CSEs (Comparison Shopping Engines) – Free or Paid (Google Merchant now Google
Shopping)
WHAT DOES A TYPICAL SEO CAMPAIGN SHOULD LOOK LIKE?
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Website: www.pagetraffic.com Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com
THANK YOU!